Posts Tagged ‘innovation’

Is Nike Taking Us Back To The Future?

When Nike gives you a call at midnight, you know it’s something good. With just a few hours notice Nike flew me out to LA for “a big announcement.” When they won’t tell you what it is until you get there, you know it’s something bigger than a new colorway of Dunks.

Upon arriving in the room, I found a box waiting for me with an iPod Shuffle with a personal message from Dr. Emmett Brown:

“Welcome to Los Angeles. If my calculations are correct, over the next 24 hours you are about to see some SERIOUS SH*T!”

Inside the box was an invite from to “IT’S ABOUT TIME…an unveiling that could change the course of time” as well as metal shield glasses.

The table of goodies that included mid 80′s candy, Throwback Pepsi (forumla from 1985), and a copy of Back To The Future all but confirmed the suspicions.

About a year ago we shared with you these documents of the Marty McFly Nike Air Mag shoes registered with the US Patent Office.

It looks like we’re getting closer to 2015 than we thought!

It's About Time Invitation

It’s About Time Invitation

Metal Shield Glasses

Metal Shield Glasses

Metal Shield Glasses

Metal Shield Glasses

Back To The Future, Throwback Pepsi, Tastes of Childhood

Back To The Future, Throwback Pepsi, Tastes of Childhood

Nike Air Mag

Nike Air Mag

Nike Air Mag

Nike Air Mag

Nike Air Mag

Nike Air Mag

Great Scott! Just three words: I want these.

As a huge fan of Robert Zemeckis’ “Back to the Future” trilogy, I think one of the most memorable moments in the 1989 sequel has to be when Michael J. Fox’s character, Marty McFly, puts on a pair of Nike Air 2015 sneakers that automatically lace themselves. Now, 22 years on, it seems Nike has at long last heard the cry from fans and mothers with butter-fingered kids.

Really looking forward to tomorrow’s announcement to see how reel life has inspired a real life innovation.

After plugging a hole in the Times of India front page last year for the launch of the Polo (which incidentally reminded me more of the mint), we see yet another expensive print media innovation from Volkswagen. Today’s ToI has a special supplement with the Volkswagen Vento ad on the last page. This ad contains a small speaker with a sensor that plays a voiceover only when you open up the folded newspaper. While I laud Volkswagen for being bold enough to experiment with innovations time and again, I wonder whether this mega expensive exercise was the right way to go about for the launch. Don’t get me wrong. It made me notice the ad and I’m blogging about it. But what I am getting at is the issue of relevance – whether Volkswagen was the right fit for this innovation.
The audio track played on the speaker is nothing but a plain VoiceOver which adds zero value to the advertisement. There is nothing that the audio can tell me which I can’t already take in from reading the Ad. This type of media innovation would have been more suited for a brand which has an established jingle/theme (eg. Airtel) or for one where audio is an essential component of the product being advertised. (maybe the music release of a film w one surefire hit song playing as a sample)
In my opinion, the perfect candidate for this print innovation at this time would be KBC 4. On the launch date, they could take out a full page ad with the famous theme music playing when the consumer opens the newspaper!
The fault in this case lies with the agency. In their quest to generate maximum ‘award-worthy’ work, agencies often end up shortchanging the client by preferring gimmicks over effectiveness. I am proud to say that in my four years at agencies, my team can never be accused of the above.
The agency concerned here may get it’s Emvies nomination, but as far as I am concerned, this exercise is a wonderful opportunity lost to do something really groundbreaking. (Pls excuse any typos. Sending this post from my phone)

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